Blogging. I love it. I do it a lot and find it a really cathartic experience. But why does it matter, other than to keep me sane?
I spoke to someone this week who contacted me for advice about their website. We had worked on some content last year but they needed the final push to get it all finished. I looked at the notes from their website designer and noticed that the “news” section had been removed.
Yep, the client had requested the blog was taken off his site, against the better judgement of his web designer.
“You’ve removed your blog? Whyyyyyyyyyyy?” was pretty much my reply to the client: let’s call him James.
James said he didn’t want an SEO site, he wanted a brochure site.
I kind of understand James’ logic in that he wanted to be able to direct people to his website, rather than have to compete to have people find him through a Google search, but what is actually on a brochure site when you don’t sell products (James is an accountant)?
I explained to James that blogs aren’t just about SEO, they are about positioning yourself as an expert. Sure, Google loves them (it loves fresh, new content), but it’s much more important that your customers and potential customers can trust you as the voice of authority in your field.
That’s why a blog is so important. It gives you the space to make your comment on the world and your industry. It is a place for you to share updates on your field of expertise; case studies; anecdotes; test scenarios; tell the world about you and allow people to get to know you and your personality a little. We all like to work with people we know, like and trust, and what better way to build this relationship than through sharing useful information, how tos, tips and hints through your blog?
It also gives you content for your social media channels and gives people a reason to visit your website. Your brochure website.
Seriously, it’s massively important in terms of your positioning.
Why do you think the greatest experts and leaders share so much free content on their blogs and vlogs? Because it allows people to get to know them and trust them, and one day, who knows, those readers might buy something from you.
According to research carried out by Hubspot, B2B marketers who blog get 67% more leads than those who don’t. And that is a stat not to be sniffed at.
Blogging is such an important element of your marketing mix that you really shouldn’t overlook it. It’s not about a website designed for SEO or for browsing, it’s about your customers’ and potential customers’ desire to get to know you.
As Nietzsche famously said: “All I need is a sheet of paper and something to write with, and then I can turn the world upside down.”